Death to all websites.
So you create a simple message, and make sure that all of the information that everybody want is easily found. There is a call to action, and easy contact methods. This is the best website you can make. And it still sucks. It just sucks the least that it could.
As a prospective customer I want more.
- I want to get specific facts, without being sold to
- I want to interact with a human, on my terms
- I want to hear what other customers are saying and interact with them.
- I want to be treated as a human, not a revenue source
As a customer I want more.
- I want to get access to my personal information
- I want to be recognized as an individual, and get information in real time
- I want to be interact with other customers
- I want to be able to get access to experts who talk human
As an employee I want more.
- I want to be able to easily add infomration that can be found easily
- I want to respond to the needs of customers and prospective customers.
- I want to interact with customers and prospective customers
- I want to represent my company in its best light
The problem is the notion of the website itself. Adding a blog, and a forum are good small steps. Neither will shift the needle. Adding social tools is tempting, but this is a nice value-add, rather than an in the flow improvement…
What can we do differently?
“If at first the idea is not absurd, then there is no hope for it” (Attributed to Einstein; it must be relevant, and universally applicable)
Rethink fully. The objective should not be the best website, but the best interaction to remove friction and allow the greatest flow of information.
What set of services does a customer want, and what is the best way to present them. Start with the blue sky stuff, and then don’t comprimise. If you want to see an early release of the new and improved interface for customer service during March send me an email.
I can describe it, but it looks better when you see it.
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